While the holidays are usually a time of joy and celebration, they also cause financial stress for many families. We recently conducted a powerful experiment to raise awareness about the issues facing people living in poverty. 

A shock at the cash register

Imagine you’re in front of the terminal at a store checkout trying to pay for purchases when your card is declined due to insufficient funds. This is what happened to holiday shoppers at Zone Maison, an unexpected experience that made them feel a range of uncomfortable emotions. 

This momentary discomfort from having their cards declined was in fact produced by a staged event carried out by Centraide. Using a rigged payment terminal, customers went through the actual experience of so many people who struggle to meet their basic needs. 

Numbers that say it all 

Nearly one household in six in Quebec pays too much for housing,¹ which affects their ability to cover other basic needs, such as food, clothing and transportation. The holiday budget for these families may even be zero. This profound reality demands our attention and action. 

While Canadians will generously open their wallets to spend a record average of $898 this holiday season,² Centraide wants the public to remember that not everyone can give gifts to loved ones or share a good meal with family. 

Let’s all lend a hand

After this emotional experience, some customers decided to take action by donating to Centraide, as they realize how important it is to have a safety net for our community’s most vulnerable people. 

We are all invited to do the same by adding a donation to our gift list. Because the real gift is the one that changes lives. 

Sources :  

1. Statistics Canada. 2021 Census of Population. 

2. Retail Council of Canada and Leger, RCC x Leger Holiday Shopping Survey 2023.